Viewers Now! 2018

Category: research

Main conclusions of the study, sponsored by Ymedia and Telefónica.

The Cocktail Analysis, our intelligence area in market research and consumer trends, has presented the results of this annual study (this year marks the XI Edition), which analyzes the growth of audiovisual consumption.

The main conclusions of the study, sponsored by Ymedia and Telefónica, are as follows:

For the first time, the number of viewers who have a Smart TV is higher than those who don’t; 57% compared to 49% in 2017. Also, 85% of users connect it to the Internet, with more than half of them using it during the week.

Internet users spend, on average, more than 4 hours per week consuming video on Smartphones, and 37% percent said that they would increase their use if they had unlimited data.

62% of Internet users have some type of paid subscription service, compared to 51% in 2017; both video streaming (OTT’s), as well as pay television (IPTV).

OTT’s are getting stronger and the shared payment model is succeeding. 90% of Internet users point out that they’re aware of platforms like Netflix and HBO, while 45% currently use them and 36% pay to use them.

The pay television market through the Internet (IPTV) is dominated by Movistar+, which has a 54% market share.

Currently 87% of viewers watch DTT (Digital Terrestrial Television) channels, and the key timeframe for consuming is between 8:00 pm and 1:00 am. Channels from Atresmedia are the ones with the highest number of regular viewers.

Results that stand out include how Smart TV’s are now the point of reference for watching content. For the first time, the number of viewers who have a Smart TV is higher than those who don’t; 57% compared to 49% in 2017. Also, 18% connect a Chromecast to their television (+13% vs. 2017); 28% connect their Smartphones (+21% vs. 2017) and 22% connect a Tablet (+18% vs. 2017).

For its part, the consumption of mobile video is moving towards individualization and separation from the home. 82% of Smartphone users consume television content on this device, spending more than 4 and a half hours per week, and 37% state that they would increase their use if they had unlimited data. Consumption of content on this device occurs under multiple contexts, highlighted particularly by out-of-home use (51% of Internet users), and in cases where there’s no television (34%) within the home.

In regards to consuming content, we observe specific types depending on the device. Smart TV users particularly view fiction, such has films, foreign series and Spanish series, with figures of 54%, 39% and 35% of viewers, respectively, while Smartphone use is focused on tutorials and news (55% and 53% of users).

The study also reveals how declared online access to content is growing and exceeds 50% of the total amount consumed by users (55%). In terms of the breakdown in ways of accessing online consumption, 18% corresponds to OTT, 12% to IPTV Apps and 16% to streaming and (pirated) downloads. Furthermore, 21% applies to an IPTV decoder, 24% to DTT through a shared community antenna and 9% to DTT channel Apps.

Paying to view content is normalizing due to the growth of video streaming services (OTT's).

The Cocktail Analysis

62% of Internet users pay for some type of subscription to television content, compared to 51% in 2017. Of these, 43% have IPTV in the home (26% exclusively IPTV, the same as in 2017), and 36% pay for some type of OTT (19% exclusively OTT, compared to 9% in 2017).

Pay TV service through a decoder (IPTV) maintains its leadership position, supported by its functions of allowing viewers to consume content based on their tastes. The IPTV pay television market is currently dominated by Movistar+, which has 54% market share. While the competition in the field has grown, the consumption pattern and satisfaction remain the same, with 61% of people satisfied with this service with an average of 11 hours of IPTV consumption.

We observe strong growth in the area of video streaming platforms (OTT’s). 90% of users point out that they’re aware of platforms such as Netflix and HBO, while 45% currently use them and 36% pay for the subscription (either shared or on an individual basis). These platforms are geared differently when it comes to gaining and retaining subscribers and users. Netflix is the platform with the most users (34% of all Internet users), of which 79% pay a subscription (the total or shared amount).

In regards to the DTT market, we see that it continues to occupy a key space, particularly in prime time. The key consumption hours are between 8:00 pm and 1:00 am, and Atresmedia channels have the largest number of viewers from among the Internet population. DTT is used mainly for consuming current events and news (35%), accompanying other activities (29%) or relaxing (28%).